Artificial Intelligence in Market Research. To whatever conference we may go, industry magazine we may read, business podcast we may listen to: the message is the same everywhere. Artificial Intelligence (AI) is the next big thing. Artificial intelligence will disrupt every industry! But is this actually the case for the market research industry? Is AI a hype, a trend, just overrated or a game changer? It’s time to experiment and find out. Based on two successful case studies, this paper aims to increase understanding in the MR industry of how to adopt AI within the MR projects by presenting a framework of how companies should adopt AI within their business projects and discussing two case studies that proves the value added.